Rebranding CPA Firm to Focus on Dental, Veterinary and Medical Practices

Lab Coat CPAs is a Florida-based CPA firm that has evolved from the traditional Peter J. Freuler, Jr., PA, CPA public accounting practice into a specialized niche firm serving medical, dental, and veterinary practices. 

Background and Evolution

Peter J. Freuler, Jr. succeeded his father at the helm of the family accounting firm, which has operated since the 1980s, emphasizing personalized service and tax expertise.  Over decades, that core public accounting business expanded its focus from general accounting and tax services to industry-specific practices that add strategic value to healthcare-oriented professionals.  

Today the firm has adopted the brand Lab Coat CPAs, a name that reflects its deep specialization in serving healthcare professionals — particularly medical practices, dentists, and veterinarians. 

About five years ago, Peter Freuler and his partner, Amy Goodman, approached Build Your Firm about rebranding the firm towards their niche specialty, making the practice more scaleable, establishing a deeper connection with dental, veterinary and medical businesses, and removing Peter's name so clients would stop asking for Peter.  That's when we explored the lab coat connection that nearly all medical oriented clients have with a lab coat.  

Within the healthcare industry, lab coat symbolizes earned trust, ethical responsibility, and the commitment to apply knowledge in service of others. During covid, many graduation ceremonies elevated this symbolism.

What Is a Lab Coat (White Coat) Ceremony?

A lab coat ceremony is a symbolic event where students are formally presented with a lab coat for the first time, representing:

• Entry into a healthcare profession

• Commitment to ethical standards

• Responsibility to patients

• Professional identity and trust

It’s less about “graduation” and more about initiation into clinical practice.  

This symbolism accelerated during covid as many medical, dental, veterinary and medical professionals started having white coat graduations.  

Who Participates?

These ceremonies are common in programs for:

• Medical students (MD / DO)

• Dental students

• Veterinary students

• Physician assistants

• Nursing students

• Pharmacy students

Transitioning Away from a Generalist to a Specialist

Abandoning Peter J Freuler Jr CPA and Associates towards a brand name (Lab Coat CPAs) that had a symbolic connection to medical professionals accomplished several goals with one move:

• made it easier for medical professionals to remember which CPA Firm to consider and call 
• discouraged non-medical business owners (contractors, restaurant owners, etc.) and 1040 prospects not to call for a quote (a positive)
• positions the firm as specialists, not generalists, which the target audience clearly understands
• sets the firm up for adding valuation based services
• reinforces to medical vendors what this firm caters to 

Why Healthcare Specialization Matters

1. Expertise in Complex Tax & Accounting Needs

Medical, dental, and veterinary practices face unique financial and regulatory challenges, such as:

• Frequent equipment purchases and depreciation planning

• Specialized medical billing, insurance and revenue recognition

• Unique deduction and credit opportunities

• Increased tax savings for medical specific businesses 

Lab Coat CPAs builds tailored accounting and tax plans that reflect these complexities, rather than treating healthcare clients the same as general small businesses. 

2. Industry-Focused Services

The firm now offers dedicated services designed around each niche’s needs:

Medical Practices

• Proactive tax planning and reduction strategies

• Profit coaching and benchmarking

• Cloud accounting and practice financial oversight
  These services help physicians and medical practices increase profitability while managing compliance risks. 

Dental Practices

• Specialized dental bookkeeping and accounting

• Cash flow and budgeting support

• Practice transitions, practice valuation and startup assistance
  Dental practices benefit from customized financial reporting and growth strategies tailored to the economics of oral healthcare practices.  

Veterinary Practices

• Outsourced veterinary accounting and bookkeeping

• Practice management reporting

• Practice valuations 

• Online bill paying and budgeting controls
  Veterinarians receive focused support that understands the financial rhythms of animal healthcare services and clinic operations. 

What Drives the Niche Brand “Lab Coat”

Transitioning to the Lab Coat CPA identity signals to potential clients that the firm:

• Understands healthcare practices intimately

• Provides more than generic compliance work

• Offers strategic financial guidance tailored to clinicians and practice owners

• Creates opening for advisory services 

This focused branding helps differentiate the firm in competitive markets where healthcare professionals look for advisors who “speak their language” and understand industry-specific financial drivers.

Benefits for Clients

By aligning services with healthcare niches, Lab Coat CPAs helps practitioners:

• Improve profitability through industry-specific tax planning

• Free up time to focus on patient care instead of financial administration

• Use benchmarking and coaching to grow practice value

This specialized approach transforms the firm from a traditional local CPA practice into a trusted advisor for complex, high-stakes practices. 

Conclusion

The evolution from Peter Freuler CPA to Lab Coat CPAs reflects a strategic pivot toward niche specialization in medical, dental, and veterinary accounting and tax services. By focusing on the unique needs of healthcare professionals, the firm strengthens its brand, deepens client relationships, and delivers more impactful financial results for busy practitioners.

Build Your Firm (BYF) was integral to the strategy, designed the new firm logo, and executed the re-branding.  Peter Freuler and Amy Goodman initiated the branding change.  

Disclosure - Peter Freuler started working with Build Your Firm in the Outsourced Marketing Program in 2010.  At the time, the practice was a generalist and anyone who had a problem asked to speak with Peter (the owner).  Gradually over time, targeting medical, dental and veterinary practices became their focus and the generalist clients were culled out.  Evolving from a generalist with many individual tax clients into a bona fide specialist for dental, veterinarian and medical practices has required aggressive investment over fifteen years.